THE NAUGHTY CHRISTMAS

Objective

Jean Paul Gaultier sought to engage customers during the Christmas season through an innovative, brand-aligned digital experience. The luxury fashion house aimed to blend holiday entertainment with playable content that reflected the brand's irreverent, provocative aesthetic. The advent calendar served as a customer engagement and brand experience tool for the festive period.

Solution

The campaign featured an interactive advent calendar titled 'Le noël des enfants pas sages' (The Naughty Christmas) consisting of six mini-games in animation that played irreverently with Christmas traditions. Players progressed through a holiday-themed experience populated with reimagined sexy reindeer and naughty elves styled in Gaultier's distinctive creative vision. The games were designed for browser-based engagement accessible through the brand's website at jeanpaulgaultier.com/xmas. The project was developed by creative agency CRCR and Isobar France with production support from Fighting Fish.